Branding

Branding design is about identity. The right personality, the right message, the right audience. My philosophy is don’t overdo it! Rather, the nuances and tiny details will give the oompf a brand needs – the abstract texture of the background, the empty space around subject, the outline of the font, the desaturation of the colour… On the other hand, all design choices revolve around meaningful concepts. The passion for all these little things makes the difference.

Branding

Branding design is about identity. The right personality, the right message, the right audience. My philosophy is don’t overdo it! Rather, the nuances and tiny details will give the oompf a brand needs – the abstract texture of the background, the empty space around subject, the outline of the font, the desaturation of the colour… On the other hand, all design choices revolve around meaningful concepts. The passion for all these little things makes the difference.

Case studies

Case studies

Inspiritus Press

My Role:
Branding, Creative Direction

I was responsible for creative direction for the publishing start up, and early on, we established the brand wanted to achieve several things:

  • Enigmatic and abstract – effectively represent its abstract interests in things like metaphysics and spiritually challenging content, enticing its audience to take time to dive deeper.
  • Formal and adoptive – after competitor research, most local small presses position themselves as casual and modest, while Inspiritus suggests it is a larger movement of thought and ideology, freely adopted by more people. #startaculthashtag
  • Modern and iconic – the press is run by a young team resisting status quo, experimenting with and not-specified in form, and included within a large range of endeavours, for example, would be merchandise, fashion, and accessories with the brand – the next Apple product, maybe.

The logomark alone is an important part of a brand. The Inspiritus swish is often used on book spines and product packaging and represents the organization by association. Visually, it generates a dynamic movement.

But there’s more to the story. The Latin word, Inspiritus, means “breathe” and contains the word for “spirit”: in other words, to breathe in and be filled with the spirit. It is also the root for the word inspiration. The mark represents a breath of air, a gust of wind, the winds of change, and a spirit, or a force, that carves its way forward.

We decided to use a primarily minimalist black and white scheme not only for its iconic sleek enigma and its stark contrast from many colourful book covers of competitors, but as it represents the empty blank canvas for endless possibilities in artistic collaboration and experimentation across disciplines and mediums.

Inspiritus Press

My Role:
Branding, Creative Direction

I was responsible for creative direction for the publishing start up, and early on, we established the brand wanted to achieve several things:

  • Enigmatic and abstract – effectively represent its abstract interests in things like metaphysics and spiritually challenging content, enticing its audience to take time to dive deeper.
  • Formal and adoptive – after competitor research, most local small presses position themselves as casual and modest, while Inspiritus suggests it is a larger movement of thought and ideology, freely adopted by more people. #startaculthashtag
  • Modern and iconic – the press is run by a young team resisting status quo, experimenting with and not-specified in form, and included within a large range of endeavours, for example, would be merchandise, fashion, and accessories with the brand – the next Apple product, maybe.

The logomark alone is an important part of a brand. The Inspiritus swish is often used on book spines and product packaging and represents the organization by association. Visually, it generates a dynamic movement.

But there’s more to the story. The Latin word, Inspiritus, means “breathe” and contains the word for “spirit”: in other words, to breathe in and be filled with the spirit. It is also the root for the word inspiration. The mark represents a breath of air, a gust of wind, the winds of change, and a spirit, or a force, that carves its way forward.

We decided to use a primarily minimalist black and white scheme not only for its iconic sleek enigma and its stark contrast from many colourful book covers of competitors, but as it represents the empty blank canvas for endless possibilities in artistic collaboration and experimentation across disciplines and mediums.

Tami

*Under a NDA, only some details may be provided.

My Role:
Marketing, Branding, UI/UX, Product Design, Project Management

I had the exciting opportunity to work with the award winning Green Owl Mobile tech firm and subsidary start up on their new app product under the moniker, Tami - a name for their version of a smart city personal assistant.

When I was brought on board, I was to give their website and marketing material a make over. Through detailed consultation discussions to understand their vision better, I took initiative to suggest options to unify the product and branding. As a result, I was invited to take lead in the product design and creative direction of the project as a whole.

Problems I had to solve included the actual product, which is explored in the UI/UX projects page, but in parallel, the brand evolved as well. There was definitely a need to find a clear identity in all aspects of the project. My process included brainstorming sessions, collaborative discussions, team presentations, mood boards, whiteboard diagrams, sketches, competitive analysis, market research, user surveys, and more. While branding design usually revolves around logos, the logomark was asked to be largely untouched - a wonderful challenge for me.
 

Tami

*Under a NDA, only some details may be provided.

My Role:
Marketing, Branding, UI/UX, Product Design, Project Management

I had the exciting opportunity to work with the award winning Green Owl Mobile tech firm and subsidary start up on their new app product under the moniker, Tami - a name for their version of a smart city personal assistant.

When I was brought on board, I was to give their website and marketing material a make over. Through detailed consultation discussions to understand their vision better, I took initiative to suggest options to unify the product and branding. As a result, I was invited to take lead in the product design and creative direction of the project as a whole.

Problems I had to solve included the actual product, which is explored in the UI/UX projects page, but in parallel, the brand evolved as well. There was definitely a need to find a clear identity in all aspects of the project. My process included brainstorming sessions, collaborative discussions, team presentations, mood boards, whiteboard diagrams, sketches, competitive analysis, market research, user surveys, and more. While branding design usually revolves around logos, the logomark was asked to be largely untouched - a wonderful challenge for me.
 

Original Branding

Original Branding

Original Branding

"Don't design for brands. Design for people interacting with brands."
"Don't design for brands. Design for people interacting with brands."

Understanding the characteristics of social networking and personalization, I chose a primary colour scheme revolving around the red already in the logo and in the app's most engaging feature. Red for me represented a new high energy vibe, a bold personality, and dynamic essentiality to the day-to-day of city life. Red is also known to be a colour that increases passion, appetite, heart rate, sense of urgency, impulse, perfectly capturing the app's here-and-now and user-to-user vision.

For the product to work and help support small businesses in the city, I proposed that we needed a sizable consumer community to begin with (I won the chicken and the egg discussion). The target audience would be of demographics 20-40 years of age, social media saavy, with an agency to travel, spend and virally instantly share their experiences, entirely what the app was about. Red supplemented with large sans-serif capitals (Montserrat was the typographical choice as per their initial branding) and assymetrical design best produced reactions in our A/B testing rounds. (On the contrary, I chose deep, calming, mature blues for their second project, an education app that was catered to parents and teachers in the hustle and bustle.)

While its original designs were multicoloured and low in contrast, I preferred to ground the product with monochromatic schemes and darker colour values, giving it pop, moving away from a generic corporate look, to a more intimate and personal experience.

I further developed marketing copy, catchphrases, and slogans, reinterpreting and humanizing many technical terms provided by the rest of the team, through many iterations and editions.

My branding work with Tami consisted of business cards, website redesigns, one pager flyers, app store promotion screens, typography and colour guidelines, t-shirt concepts, event booth proposals, and other knick knacks.

Take a look at Tami's product design case study.

Understanding the characteristics of social networking and personalization, I chose a primary colour scheme revolving around the red already in the logo and in the app's most engaging feature. Red for me represented a new high energy vibe, a bold personality, and dynamic essentiality to the day-to-day of city life. Red is also known to be a colour that increases passion, appetite, heart rate, sense of urgency, impulse, perfectly capturing the app's here-and-now and user-to-user vision.

For the product to work and help support small businesses in the city, I proposed that we needed a sizable consumer community to begin with (I won the chicken and the egg discussion). The target audience would be of demographics 20-40 years of age, social media saavy, with an agency to travel, spend and virally instantly share their experiences, entirely what the app was about. Red supplemented with large sans-serif capitals (Montserrat was the typographical choice as per their initial branding) and assymetrical design best produced reactions in our A/B testing rounds. (On the contrary, I chose deep, calming, mature blues for their second project, an education app that was catered to parents and teachers in the hustle and bustle.)

While its original designs were multicoloured and low in contrast, I preferred to ground the product with monochromatic schemes and darker colour values, giving it pop, moving away from a generic corporate look, to a more intimate and personal experience.

I further developed marketing copy, catchphrases, and slogans, reinterpreting and humanizing many technical terms provided by the rest of the team, through many iterations and editions.

My branding work with Tami consisted of business cards, website redesigns, one pager flyers, app store promotion screens, typography and colour guidelines, t-shirt concepts, event booth proposals, and other knick knacks.

Take a look at Tami's product design case study.

New Branding

New Branding

Other Projects

UI/UXUI/UX

BrandingBranding

PublicationPublication

MarketingMarketing

PhotographyPhotography

VideoVideo